Organic Search and SEO Made for One Happy Client

 Monty Wyne

We begin this article on a successful note: Happy Feet International’s website traffic continues to grow. This past month alone organic search for Happy Feet’s website was up 30% and organic impressions were up an impressive 240%!

Happy Feet International, a luxury vinyl plank & tile flooring company, was established in 2012. It began as a business with a singular product line and grew to 13 different product lines. That said, Luxury Vinyl Plank (LVP) was becoming increasingly popular and Happy Feet saw a need they wanted to serve.

That’s when the company reached out to Brian May, president and executive creative director of Maycreate. Our agency had experience in the category and Happy Feet was looking for marketing help. Following an in-depth capabilities presentation from Brian and John Wagoner, brand strategist & account supervisor, the creative team assigned to the project went to work designing, writing, and developing a new website.

“Site aesthetics, usability, ease of navigation, responsive design for mobile use, all contribute to a site that appeals to visitors and builds our client’s business,” says Adam Ewing, Maycreate’s design director. Adam has a keen eye for award-winning design, and he oversaw every aspect of the site’s design.

“Colors, layout, white space, and fast load time will also create a positive user experience,” added Sophia Wegman, one of Maycreate’s talented graphic designers who was responsible for designing the site. In addition, CTAs or Calls-to-Action are vital to lead generation. Multiple audiences are visiting your site and you must create different types of CTAs to serve them. One of the simplest is social sharing. There’s also the familiar “Read More” button.

Virginia Brooks, front-end web developer and designer, created a user-friendly environment for everything the site’s visitors see, click or use. She’s the bridge between our designer and the site’s Content Management System (CMS) and is responsible for bringing the designer’s concept to life.

Relevant and quality Copy/Content is a must. For it to be effective, it must be compelling, well-crafted, and provide value. This is where Search Engine Optimization comes into play. The days of “keyword stuffing” are over. When the search engine bots or crawlers come calling, they’re looking for those sites that produce “the best and most valuable content.” (See SEO Is Always Evolving!  Are You?) 

What about results?  Rad Davenport, Maycreate’s analytics & SEO expert, is constantly measuring and monitoring things like organic search, also called “natural search.” In other words, it’s not a paid result driven by an ad. Organic search is what SEO is all about. The higher you are in the rankings means your site’s delivering the rich and relevant content your audience is looking for, which is the case with Happy Feet International.